Selling Bread in a Cost- Carb-conscious World: The Case of Jax Bread Co.
In spring 2024, Nana Bonsu-Hammond, founder and owner of Jax Bread Company in Jacksonville, Florida, was interviewed by a local public radio station. The interview asked her to consider the new challenges her company faced, notably shifting consumer preferences and expectations. Jax Bread Co. was a unique bakery that provided its customers with sustainable, preservative-free products. She needed to understand customer preferences to determine the most effective way to promote the company and grow her clientele.
Learning Outcomes In completing this assignment, students should be able to:
1. Define the customer base for a healthier/more sustainable food product
2. Evaluate the motivation and possible dilemmas for consumers of a healthier/more sustainable product
3. Suggest approaches for positively influencing customers’ attitude toward a healthier/more sustainable product
4. Explain the customer decision process for an industrial versus an artisan product
5. Generate communication strategies for a small business to address customer dilemmas and educate customers